How can it be that the new Mitsubishi Colt is so affordable? A retired navy admiral answers the question with some mind-blowing footage.

The launch started with spreads, newspaper supplements and TV spots featuring the car, the price and the weird theories on the website howcanitbe.com - which was launched at the same time. Later, Internet banners and smaller print formats continued the campaign still leading to howcanitbe.com. The viral 'send it to a friend' function, and PR, helped multiply the hits on the website. Trade marketing was done under the same "how can it be" idea – including films and banners for showrooms, dealer buttons and "how can it be?" t-shirts as giveaways.

The campaign just started three weeks ago so it´s too early to know the number of cars sold. All we have now is the first week report of website counting and it´s very good. We got an awesome 53,000 visitors in just the first two weeks. The peaks were at evening, when the TV teaserspots ran. More than a half of the visitors also went from that page to the product information page, to dealer search and the test drive appointment function.